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Millions of fake Google Maps listings hurt real business and consumers



Google Maps carries approximately 11 million illegitimate local listings, with hundreds of thousands more getting created each month, the Wall Street Journal reported this week. These fake listings push real businesses further down the local search results, impacting their ability to reach customers and make unsuspecting users easy targets for scammers.

Google says it is aware of the problem and that it has plans to do more to combat spammers and scammers taking advantage of local listings. It’s not in the company’s interest to jeopardize user trust, yet as many marketers point out, it stands to profit as local businesses turn to paid ads to regain search visibility.

“Duress vertical” scams and spammy business names

First, a look at the problem. The majority of car repair, towing, electricians, contractors, attorneys, movers and other service categories aren’t located at the addresses shown in Google Maps, according to a survey of experts conducted by the WSJ. Internally at Google, the paper reprted, these categories are termed “duress verticals,” for their proclivity to scams built to ensnare victims when they’re most vulnerable.

These bogus businesses flood local search results by setting up fake profiles in Google My Business (GMB), the free service that powers the business listings in Google Search and Maps. This dilutes search visibility for legitimate business listings, robbing them of potential customers, and puts users in a position to be scammed.

Google’s failure to take down fake business listings and verify real ones is a frustration for many business owners and marketers. Joe Youngblood, an SEO and digital marketer, has been vocal about the problems legitimate businesses face with Google My Business. “Hey @GoogleMyBiz still have several real businesses with suspended accounts, meanwhile fake spam companies with Virtual Office addresses are popping up everywhere. It’s been almost a full week, can you please respond to these??,” Youngblood tweeted this week.

The problem isn’t always as black and white as fake and real local listings, either. As digital marketer Itamar Blauer pointed out, real businesses are also stuffing keywords into their Google My Business profiles in order to rank higher on generic local searches (e.g., “oil change” or “personal injury lawyer”).

Google’s guidelines state, “Your name should reflect your business’ real-world name, as used consistently on your storefront, website, stationery, and as known to customers.” It also instructs businesses to include details like address and service area, business hours, and categories of the other sections of your business.

“The underlying concept of this is that there don’t seem to be consequences for keyword stuffing in GMB listings, as Optimise London have shown that even after Google accepted my edit – they simply added the keywords in again,” Blauer said.

The impact of this manipulation isn’t limited to local search results either. The screenshot below shows that, by adding “SEO Agency” to its business name in GMB, an agency managed to get featured in a knowledge panel for the generic search term “digital seo agency.”

The top screenshot shows how an agency was able to gain a knowledge panel for the non-brand search term “digital seo agency” by putting “SEO Agency” in its GMB profile. Even after the spammy name was reported, the knowledge panel remained, as shown in the second screenshot.

“Now the knowledge graph picks up their GMB for ‘Digital SEO Agency,’ which shouldn’t be allowed and is only the case because of their GMB title,” Blauer explained. Even after the listing was corrected, the company’s listing remained in the knowledge panel, despite ranking seventh in the standard organic listings.

“Right now the name of the business has a huge impact, and fake listings just use target keywords, leading to massive gains,” Youngblood explained. Last year, he ran an experiment that revealed that on average, spamming or keyword stuffing the GMB business name helped a location improve by at least 9.53 ranking positions.

How Google got into this situation

Some marketers say Google didn’t take the problem of listing authenticity seriously enough from the start. “As those of us in the YP [yellow pages] industry watched Google enter into providing local business information, we thought they had quite a bit of hubris,” Chris Silver Smith, formerly a technical liaison for a deal between Superpages and Google Maps and now president and strategist at Argent Media, said.

“There was a naivete in much of their approach that translated into all sorts of goofs and errors over time. Instead of hiring people who were highly familiar with the issues inherent, they primarily hired computer science grads, fresh out of school, and treated the database with less seriousness at the beginning than should have been the case — far more priority was placed on the user experience than virtually anything else.”

Silver Smith also said that Google has over-emphasized having brick-and-mortar locations in their ranking algorithm — despite the fact that many service providers don’t need office space because they work on-site at their customers’ locations. According to Silver Smith, the heavy weighting of that factor makes it makes it more difficult for service providers that don’t need a physical location to achieve high rankings, ultimately incentivizing them to set up fake listings just to be represented equivalently to businesses with street addresses.

Google’s responses

In 2017, a Google-sponsored study by researchers from the University of California, San Diego concluded that just 0.5% of the local searches they looked at contained false listings. Search consultant Mike Blumenthal called the results “meaningless,” partially due to the limited and skewed data that Google provided. Danny Huang, the study’s lead author, who was also a paid Google intern at the time, acknowledged, “All I was doing was eyeballing in a scientific manner.”

Shortly after the WSJ article was published, Google emphasized in blog post its ongoing efforts to address Maps spam and scammers, saying it has taken down over three million fake business profiles, of which more than 90% were removed before they could be seen by users. It also stated that it is donating settlement funds from lawsuits against bad actors to organizations that educate consumers and businesses about fraud, and reiterated that users can flag profiles for removal.  

The company added that it’s developing new ways — both manual and automated — to fight scammers, but kept specifics under wraps, explaining “we can’t share too many details about these efforts without running the risk of actually helping scammers find new ways to beat our systems—which defeats the purpose of all the work we do.”

The company has also signaled it may start charging for Google My Business features. In April, it sent a survey to some local businesses asking if they would be willing to pay a monthly subscription fee.

The winners and losers

“The winners are pretty clear, it’s Google and the spammers,” said Dan Leibson, vice president of search for Local SEO Guide Inc., pointing out that spammers are siphoning off customers and Google is cashing in on ads bought by businesses trying to get their listings to appear above the spammers’.

“Everyone else is losing in some way. The least affected type of business is probably large, multi-location brands as simple spam signals will have a hard time outranking the true relevance and prominence of these businesses,” Leibson continued, stating that a fabricated series of “hardware stores near me” listings would be unlikely to supplant The Home Depot from search results.

The frequency of fake listings may also impact consumer preferences. Customers who might otherwise support local businesses may instead choose to play it safe by patronizing larger, more well-known companies, making reaching new customers even more of an uphill battle for small or emerging brands.

Legitimate local businesses also have to compete with each other for whatever customers are left. It’s possible that the practice of adding keywords to a GMB profile was initially a method to regain organic visibility and fend off fake listings, but it has also put other small businesses in a worse position — especially if they want to play by the rules.

What we can do and what needs to be done

“Standing out in a sea of fake listings will be all about building a brand and diversifying your local presence,” Youngblood advised, “I typically recommend clients focus on Google, Bing, Facebook, Yelp, at least one vertical, and of course their own website.”

“We also recommend that clients engage locally. Find popular social media accounts in the local area and engage with them (not necessarily ‘influencers’), support non-profits such as community radio, dog rescues, theaters, and homeless charities,” Youngblood said, adding that, “You never know when Google or another platform will suspend your listing, so making sure you’re gaining reviews on other sites consumers might find while researching is important.”

“The best way businesses can stand out is to outrank the spammers and have a legitimate brand,” Leibson concurred, concluding that (in addition to reporting fake listings and being vocal) users and businesses can even raise the issue with their elected representatives — an increasingly viable option as Google continues to make headlines for anti-competitive behavior.

Of course, Google can better enforce its current policies and change its algorithms to hinder current spam tactics. Marketers and SEOs are also quick to offer solutions ranging from deemphasizing GMB profile names within search algorithms to requiring vocational licenses as part of the registration process to having users upload a proof of purchase before they can leave a review.

“Google’s success and market dominance mean that it bears a higher responsibility than merely throwing together jumbles of business listings on maps and leaving it up to consumers to discern which may be real or false,” Silver Smith said.

The company’s dominance stems from its search algorithms and the services and systems built around them. As long as those systems exist, there are those that will seek to exploit them at the expense of honest participants. Fortunately, there are solutions. Marketers and business owners must continue pushing Google to prioritize them.

About The Author

George Nguyen is an Associate Editor at Third Door Media. His background is in content marketing, journalism, and storytelling.

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New site Hotspot Law like ZocDoc for lawyers



Local search is probably more visible than it has ever been since the advent of Google Maps. Yet, paradoxically, there’s almost no consumer-facing innovation taking place. There’s Google, Yelp, Facebook (somewhat) and a range of specialized vertical apps and sites, some of which have simply survived but aren’t thriving.

Little or no ‘horizontal’ innovation. Part of the lack of “horizontal” innovation in local is likely the result of venture capital not wanting to fund anything that goes up directly against Google. The company may appear to many investors now like an insurmountable juggernaut in local/mobile search.

Any new local-consumer startups, therefore, are likely to appear in specific industries or otherwise offer specialized use cases. Such is the case with Hotspot Law, a new legal search site that hopes to bring ZocDoc-style appointment scheduling to the legal profession. It also seeks to provide a more reliable and cost-effective flow of leads to consumer attorneys.

The legal vertical has a quite a few competitors, including Avvo (Internet Brands), LegalZoom, FindLaw and several others. Despite this, Hotspot Law founder Felix Shipkevich believes he’s solving two unsolved problems in the legal vertical.

“The legal market is in dire need of an upgrade,” argues Shipkevich.

Making direct connections with lawyers. “Once you’ve finished searching online, you have to start calling,” he said. “You don’t get to speak directly to attorneys, you typically talk to a gatekeeper.” He points out that this process of getting to a lawyer is time consuming for people who need legal help. “None of these [completing] platforms directly connect the consumer with an attorney.”

Shipkevich, who is an attorney and faculty member at Hofstra Law School, said he was inspired by ZocDoc and the way it enables direct connections between doctors and patients. Similarly, he wanted to remove the friction in lawyer-consumer matchmaking. Shipkevich explained that also sees Hotspot Law as a way to make “justice” more accessible to consumers.

Why you should care. Legal lead-gen is costly. Shipkevich believes that existing legal sites and ad solutions don’t serve lawyers particularly well either. “PPC advertising can be extremely expensive; in New York it can be $60 to $80 per click.” He adds that “Yelp is expensive. Sometimes it takes $2,000 to $4,000 to bring in a case.”

He wants to solve that problem with simplified reasonable pricing for lawyers who may be struggling to find clients. But he also sees Hotspot Law evolving into a platform to help attorneys manage existing clients. Currently the site only operates in New York, with plans to expand geographic coverage in the coming months.

For the time being Shipkevich will need to rely on SEO for discovery but over time he hopes to build a branded consumer destination. It will be very challenging given the current structure of local SERPs. One has to admire the ambition and chutzpah.

About The Author

Greg Sterling is a Contributing Editor at Search Engine Land. He researches and writes about the connections between digital and offline commerce. He is also VP of Strategy and Insights for the Local Search Association. Follow him on Twitter or find him at Google+.

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Remembering the Tragedy That Made Our Community Start Talking



About one year ago, everything changed for me and for our community.

A tragedy that struck home so hard it shook us to our core.

A suicide.

A dear friend, brilliant mind, adored father, respected colleague … the list goes on, left us in a way that hits straight to the heart and wakes you up like very few other events can.

I certainly woke up that day. That alarm screamed as loud as it could and I still hear it to this day.

I know I wasn’t alone. So many of my peers experienced similar emotions, sensations, and reactions.

We Could No Longer Ignore the Problem

Sadly, this wasn’t the first tragedy we’d encountered that year – we lost other friends and colleagues as well.

But we knew we couldn’t stand to lose any more amazing people.

We couldn’t look away. We couldn’t just carry on anymore.

So we started talking.

I have been blown away by our internet marketing community. Many of us have never even met face to face and yet the comradery, the friendship, the support among us run rampant!

Never before have I seen a group of people come together so quickly and so openly as when we were forced to face this tragedy.

Groups were formed. Calls were made. Texts were sent. Face-to-face get-togethers were had. Columns like this one were created.

And the best part of it all? It didn’t stop!

We saw the need to stay connected. We recognized that we are a family that needs to support each other. And, perhaps most of all, we saw that we were not alone in our struggles.

It has been amazing to see the openness and honesty that has become so commonplace over the past year. I have seen people that once felt they couldn’t risk being seen without their mask on break down and lay themselves out in the most vulnerable ways.

I include myself in that list. I have become more able to reveal myself to the world around me. That has only been made possible by others sharing in that journey with me.

In leading up to this piece, I knew that I wanted to really find a way to focus on the positive changes that our community has seen because of Jordan Kasteler.

I wanted to honor him in a way that really brought some form of good to this incredible loss that we all experienced due to his passing.

Where Are We Now? Thoughts from Our Community

I reached out and asked a few people in our community if they would share some words of how they have been changed for the better as well as how they have seen our community as whole making changes to support each other over the past year.

Here is what they had to say:

Alexandra Tachalova:

“Working days, nights, and weekends was normal for me a few years ago. However, at that time I couldn’t say that I was really happy. I didn’t understand at the time that my work-life balance was completely off, and I now know that that could have developed into something truly horrifying.

I eventually reached such an emotionally unstable point that I hit a time where one week I was super productive, but the following week I felt hugely demotivated and absolutely miserable. (I know this is a familiar story with many others as well, I hear people telling similar stories and sharing similar experiences regularly.)

Over the past while, I have been working diligently to save myself from this emotional trap. This new focus has led me to investing more time into things that are not related to work and putting more time into the things that help to create a happier life for myself.

I can see that more people in our community are becoming more aware of the need to make this sort of a switch to their schedules and priorities as well, which is brilliant to see!”

Melissa Fach:

“In the past year, I have noticed a massive shift in our community not being ashamed to reach out and ask for help, advice, or just a kind word. I feel like masks have been dropped, and people are not embarrassed to discuss what make them “real”; I love it!

I think many people used to feel they had to have public persona that was acceptable, and now they know we all have issues and it is OK to talk about.

I have a picture of Jordan out that I see every day. I moved past the guilt and the pain when I looked at it, and he is now a daily reminder to stay present with my friends as much as I can.

And, it is a reminder to me to stay focused on my well-being as well. I tend to overwork and do too much for everyone and end up exhausted. I take steps now to take care of me more than ever before.”

Steve Wiideman:

“Though I’ve been in the industry for years, I’m still a somewhat newer member of the SEO community. Call it fear of rejection, social anxiety, whatever, I’ve always been nervous to put myself in a position to be judged by my peers.

It really wasn’t until I was invited to an amazing Facebook group made up of a small close-knit group of industry peers focusing on supporting each other through the day-to-day struggles that I realized that nearly everyone shared the same fears, anxieties and experiences that I have.

What a relief it is to know there is a place where we share what we are feeling and have so much empathy! Finally I have a place I can turn to where people understand me.

Even if I don’t share as much as others, I have peace of mind knowing there are people there ready and willing to listen and help, where there’s no judgement, just open arms.”

Danny Goodwin:

“We’ve definitely made a lot of progress over the past year as a community. However, if I’m being completely honest, we still have a long way to go. I’m still hearing about issues of bullying. I’m seeing people piling on people they disagree with on Twitter.

While, thankfully, these are in the minority, the polarization and black-and-white thinking needs to stop. The judging and assuming needs to stop. The trolling and “mob mentality” needs to stop.

We need to stop fighting each other and start lifting each other up – treating everyone like human beings. Nobody is perfect, but I hope we will continue to see more people be able to let go of their hate and negativity to accept love and positivity into their lives. I know that will continue to be our aim with Friday Focus – to remind everyone that they are not alone in their struggles.

Ultimately, though, I am so happy to be a part of something so positive in our community – and it’s great to see so many others jumping onboard, too.”

Kim Krause Berg:

“It’s easy to assume that your peers are generally doing better than you, making more money than you, and are super successful in every way. It is only in the past few years that I realized this is baloney.

I respect people who remove their masks and show who they really are. We are people with lives and struggles, heartache, depression, and pain.

In the past year I have opened up more and made new friendships as a result. We have more in common with each other than we might think.”

Dave Davies:

“Over the past year I’ve seen an incredible shift in our community.

Social media itself breeds an environment where we see only the best of our peers and post the best of ourselves and being in marketing, needing to be on social media, needing to market ourselves on social media and seeing only the best version of those trained in presenting the best version of themselves – one can feel very alone in difficult times. Compounding that we face an often isolated profession where even sitting beside someone, we are focused on a screen and all they contain.

Sadly, we all know too well what that leads to, and over the past year we collectively recognized that we are human. That those around us are human. That others need support and perhaps most importantly, that we do too.

We finally heard the words spoken all too often after those tragic events, “If only they had asked for help.” And we took it upon ourselves to do so.

We finally knew to listen, to watch and to find out how those around us were doing, lest we face the loss of another friend who we would have dropped everything for, ‘If only they had asked for help.’

The community has grown it’s heart and soul over the past year.

There is still a lot to do. There are still many who don’t know where to turn. Many who don’t know who to talk to. But each time we reach out and each time we talk about challenges openly, share our own and listen to theirs … each time we do that, the community grows it’s heart a little more.

It has been a incredible year of change. While we will forever mourn the spark, the now burning fire keeps us all warmer.”

Jeremy Knauff:

“One thing that has changed dramatically in our industry over the last year, is that as individuals, we’ve become a lot more vocal about asking for help when we need it.

I think most people are more than willing to help each other. They just have to know that someone needs help. Now that people are starting to open up more about their personal struggles, the community is able to better support them.”

Thank You!

I want to take this opportunity to thank all of you – whether I know you in person, whether I know you online, even if I don’t know you at all –- thank you for being here.

Thank you for caring and sharing and being a part of the positive change that we are all working so hard at creating.

Keep being a force for good in our community.

Together we will make a difference.

Remembering the Tragedy That Made Our Community Start Talking  


This piece is written in memory, honor, recognition, and gratitude of Jordan Kasteler. For all that he gave us, shared with us, taught us and left us with. We are eternally grateful.


***PLEASE DO NOT STRUGGLE ALONE! Reach out, ask for help and know that you are valued.
CLICK HERE for a list of phone numbers for Suicide Hotlines around the world.***

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